amadana corp. (hereafter referred to as "amadana”; HQ: Shibuya-ku, Tokyo: President; Hiroshi Kumamoto) and Haier Asia International Co., Ltd. (hereafter referred to as "HAI"; HQ: Osaka-shi, Osaka: President & CEO; Yoshiaki Ito) have agreed to form a strategic partnership and collaborate, with a main focus on Japan and
other Asian countries.

With this collaboration, amadana, which consistently introduces Japan’s latest culture to the world from its base in Harajuku, and HAI, which is expanding its global presence especially in Asia, will leverage the assets of both companies, including knowledge, experience, technology, resources, and networks. This will be applied not only toward creative manufacturing, but also toward creating new culture through products and providing leading-edge user experiences.

The amadana-HAI collaboration currently will consist of the following.

amadana President Hiroshi Kumamoto takes the post of HAI CCO. He will manage design, communication, and the creation of AQUA brand products managed by HAI in Japan and the ASEAN region. amadana will also be involved and provide support.

Development/manufacture of amadana products and distribution in Japan/ASEAN by HAI

HAI will develop and manufacture amadana brand products, especially home appliances, and market them mainly in Japan and ASEAN regions.

Product development through co-creation marketing

amadana and HAI will collaborate on product development leveraging their respective co-creation marketing to roll out products with innovative added value.

Opening of amadana concept shops

amadana will aim to roll out products developed through the partnership at amadana concept shops that are positioned as a new channel for marketing mainly in Japan and ASEAN regions.

Discussions will be held regarding possible establishment of the "HAI Creative Center Harajuku (tentative name)” within amadana headquarters, located in Harajuku, a world-class center of creative culture.